The Research On The Service Pricing Scheme Of The Used Lithography Machine Installation Project At NK Precision Machine (China)

Semiconductors have been compared to the rice of industrial society. They are the key element throughout all the electronic products while the key equipment of semiconductor manufacturing process, lithography machine is called 'the planet's most sophisticated manufacturing equipment'. This paper compares the international and domestic development of the semiconductor industry, points out both the challenges and opportunities faced by our domestic semiconductor industry. With the technological breakthroughs and industrial re-alignment brought about by the financial crisis, new tools business is still depressed while used tools sales amount is growing fast. But NK Precision Machine (China) as the OEM vendor of lithography tools cannot make profit in used tools installation business. NK Precision Machine (China) needs to solve this issue urgently.In this paper the used lithography machine installation project at NK Precision Machine (China) is used as the research object. First, the analysis pointed out the company' marketing pricing formula is not suitable for China' current installed capacity of used tool market, has led to the current market situation well installation project is not profitable. Then the author does a market segmentation of the domestic semiconductor manufacturing as high, middle and low grade. And regarding each segment, the author uses cost-based pricing and demand-based pricing to build up a new price model. Lastly the author proposes a comprehensive pricing improvement plan.The paper is a good example of applying the theories of market segmentation and pricing modules in actual business practices. With the rapid development of our domestic information industry, this paper has some guidance at improving the sales and services of our domestic semiconductor manufacturing equipments.